Pride

For lululemon’s 2025 Pride campaign, we leaned into "Ultra Nostalgia"—a concept that honored the early internet and 90s hangout spaces where LGBTQ2IA+ communities first connected and felt safe. This creative direction met the business need for authenticity while driving connection across social, e-comm, and community markets.

I led design of the overarching visual identity and co-art directed the campaign shoot, ensuring every detail—from casting to capturing the bold, playful spirit of queer community. The result was a Pride campaign rooted in belonging, joy, and the thrill of being seen.